We’re always looking for new and interesting ways to compete and increase B2B technology sales. In order to keep up to date with the latest marketing advancements and technological capabilities, the 2015; Unbounce Conversion Road Trip in Toronto was a must-attend.
Speakers included some of the world’s leading optimization experts, Ryan Engley and Oli Gardener of Unbounce, Nemo Chu of KISSmetrics, Hana Abaza of Uberflip, and Karl Gilis of AGConsult.Check out the following highlights for some fantastic conversion and optimization secrets, to really increase your technology sales.
The resources and applications you use in order to create, curate, distribute, promote and analyze your content can be what makes or breaks a campaign. The platforms that you include in your marketing stack should be easy to use on the back end, and visually appealing on the front end, in order to effectively compete with your competition. Additionally, your platforms need to be able to communicate easily with one another in order for you to have a successful 360 degree view of your customer with robust analytics.
While there are many amazing marketing tools out there, the keynote speakers at the Unbounce Converstion Roadtrip in Toronto suggested the following, which are definitely worth taking note of:
More tools that can be useful:
Whether you are creating content internally, or you have a B2B technology marketing company working for you, make sure your copywriters always reference some type of keyword assessment database prior to/during the creation process. This is one of the most important optimization secrets to take note of, since many companies are still not using a keyword assessment database. Incorporating this tactic into your campaign can really give you an advantage over your competition.
HubSpot has a great keyworder tool that you can check out, as does Bing and Google. It can be especially effective to choose a few long-tail keywords that are particularly relevant to your persona, and create content around them. This way, you can increase B2B technology sales by attracting the most appropriate prospects to your niche content.
Always use a diagnostic tool such as Bing or Google Adwords to determine your website's quality score. Your quality score is determined by keywords, ad copy, landing pages, and a multitude of other factors based on Google’s algorithms. Quality score is so important because it is a directional guide for account optimization, and it puts users first. As a general frame of reference, scoring can go from 1-10, and most lead generation companies average out at a score of 6. You want to be higher than 6.
*Quick Tip:The higher your quality score, the less CPC on ad campaigns in Google Adwords
The following best practices are great starting points for you or your outsourced B2B technology marketing company to work with.
Once you incorporate these best practices on your landing pages, microsites and website, you can even use eye tracking research, user session recordings, scrolling heat maps, and clicking heat maps to track engagement levels and optimize further.
Every once in awhile, a marketing campaign just won’t perform as well as anticipated. In this situation, don’t fret – the last of our optimization secrets involves just taking a step back to analyze the campaign from a broader perspective.